Early adopters of Instagram were teenagers posting selfies, but these days, the site is taking off as a B2B social media tool, allowing well-known brands and companies to engage their customers in unique ways.

One example of this is the FedEx Instagram feed. With 12,600 followers, the FedEx feed is all about “connecting people and possibilities around the world.”

All of this is in line with Instagram’s forward focus, which, as stated by their CEO Kevin Systrom in a recent Wall Street Journal interview, is as a platform for brand advertising:

“…Our real value in the long run is going to be in the advertising space. We’re doing advertising in a fairly unique way. It’s brand advertising. We’re seeing a lot of resonance with advertisers because of that.

Lessons for Others

In their feed, FedEx successfully, but relatively simply, sells itself as global, visually compelling, competent, and cute. They use the feed to express their whimsical side and show-off the many facets of the organization. They have successfully taken a fairly dry business and made it appear more attractive and exciting.

Submitted by: Debra L. Beck

To contact the author of this entry please email at: debrabeck@decamedicalwriting.com

If you have concerns as to the accuracy of anything posted on this site please send your concerns to Peter Carr, Programme Director, Social Media for Business Performance.

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About Debra L. Beck

Debra L. Beck is a freelance communications professional and medical journalist who is eager to learn new areas and master new skill sets. Her latest effort is taking this SMBP course to better understand business uses for social media.